Let’s start by defining the term. Web Analytics refers to the use of data collected from a website to determine which aspects of a site enhance business objectives. For example, we ask:

• Which marketing channels are most effective?
• Which landing pages encourage people to make a purchase or request more information?
• Which keywords are the most cost effective for a specific campaign?

A strategic approach
The data we collect includes web traffic reports and may also include e-mail response rates, direct mail campaign data, sales and lead information, user performance data (such as click heat mapping) and other custom metrics as needed. This data is then compared against key performance indicators and so that we can help you improve your website’s effectiveness or a marketing campaign's audience response.

The right approach. The tools we use reveal the cause-and-effects of certain tactics in your search marketing program. That, in turn, can be used to modify the approach to yield more effective results. This feedback becomes even more important as search engines and their offerings become more complex and additional search dynamics and media types come into play.

The right tools. Over the years, we’ve gained extensive knowledge about a variety of Web Analytics tools and software programs, and our approach is grounded in experience.

The right solutions. At Point It, we don’t maintain allegiance to any specific vendors. We’ll incorporate whatever analytics tools our clients prefer or that are appropriate for the project. When we recommend certain software programs, that choice is based on the level of complexity required to execute your search marketing campaign effectively and efficiently.

Since 2002, Point It has driven success for clients across e-commerce, retail web sites, digital agencies, B2B software provider and B2C service provider categories.